Last season, the Chilean industry conducted a promotion campaign and, under the slogan 'Enjoy your red moment', invited Chinese consumers to enjoy every moment of their lives with a sweet and healthy Chilean cherry. This campaign allowed reaching more than 573 million Chinese consumers through actions at points of sale, social networks, and advertising in television, public spaces, and wholesale markets.
These efforts, as well as the creativity and massive impact of the actions, were recognized today in Hong Kong through the Asia Fruit Award, which is the only one of its kind and is delivered by the Asia Fruit Logistica and Asiafruit Magazine as a way to highlight the innovations and achievements in fruit and vegetable promotion activities in Asia.
The award was received by Ronald Bown, the President of ASOEX, who shared this recognition with the Ambassador of Chile in China, Luis Schmidt; the Consul of Chile in Hong Kong, Jose Miguel González; the Chairman of the Cherry Committee of ASOEX, Cristian Tagle, and ASOEX's marketing team, which is made up by Ignacio Caballero, Deputy Marketing Manager, and Charif Christian Carvajal, Marketing Director for Asia and Europe. Exporters and members of the Committee, Alejandro Garcia Huidobro, Luis Sandoval, and Hernan Garces, were also present when the prize was awarded.
"We are very happy with this recognition, because it ratifies that we are doing things well. It hasn't been easy to coordinate all the actions so that everything we planned goes well, but everyone has been committed and done a great effort. We would like to thank all the people involved: exporters, producers, importers, retailers, distributors, and everybody that helped us achieve this award," said the President of ASOEX during the ceremony.
Promotion
Chile is the foremost exporter of cherries in the world, with shipments of around 100 thousand tons each season. In the 2017-2018 season it achieved a historical record when it exported 186 thousand tons of fresh cherries. A volume that, according to the industry, will continue to grow.
Given this scenario, the sector, through the Cherry Committee of ASOEX and ProChile, undertook the task of planning and developing a promotional campaign to promote the consumption of this fruit, especially in China, a market that receives close to 90% of all Chilean cherry exports.
The sector is carrying this intense promotional campaign in two seasons. The campaign was unique, not only because the sector invested 5 million dollars in it in each campaign, but also because it was directed to a single national fruit species and involved a mix of massive activities.
Source: asoex.cl